74% Of Mobile Users Have Read Retail Circulars In Last 30 Days

Oct 16, 2014

Retale, a permission-based mobile and digital company connecting shoppers with retailers, and Placed, a provider of location insights and mobile ad intelligence, announced the results of a study examining shopping behaviors of more than 11,000 mobile users. The study by Retale and Placed probed a wide range of shopping behaviors to better understand the impact of retailers' ad circulars on purchasing decisions among mobile users.

The study found that 74% mobile users have looked at a circular in the last 30 days. Of those people 50% viewed circulars inside a mobile app. Only 23% of the respondents who reported using print circulars prefer to stick exclusively with the printed format. Among those not using a circular in the last 30 days, but saying they will use one in the future, 60% prefer to use a digital one.

The activities that shoppers report on digital circulars are similar to those long-held truths in the paper world. Among those who currently access digital circulars, almost 82% report they do so to plan shopping trips before heading out to the stores. Only 13% say that they access digital circulars while actually in a store. 

Just under 70% of respondents say they access a retailer's website, while 53% say they have downloaded a mobile app for a specific retailer. Over 31% have accessed digital circulars using a mobile app that aggregates weekly ads of multiple retailers. A whopping 79% of those who use mobile aggregators cited "convenience" as the basis of their preference. 

With the announcement of the survey, Retale also launches a partnership with Placed. The collaboration will allow retailers to measure real world store visits from customers engaging with circulars inside the Retale app. Leveraging the world's largest opt-in panel, measuring over 200 million locations a day, Placed provides an integrated view of digital behavior, physical location, and the impact of media.

(retale.com, placed.com)